Elektronik Ağızdan Ağıza İletişim (EWOM) Kanalı Olarak Youtube Vloggerların Satın Alma Niyeti Oluşumundaki Rolü

Seda Müftüoğlu; Nurhan Babür Tosun; Yelda Ülker

Research Article

The Role of Youtube Vloggers in Purchasing Intention as a EWOM Channel

Year 2018, Volume: 9 Issue: 24, 231 - 254, 31.12.2018

Seda Müftüoğlu Nurhan Babür Tosun Yelda Ülker

Abstract

Social
media is a broad medium that enables marketers to reach consumers directly.
Nowadays, blogs that are kind of a personal blog that internet users share
their writings are starting to get video blogs (vlogs), which are all videos.
The emergence of Vlogs and the success of vloggers have become a marketing tool
for brands that want to connect with consumers. This study examines the impact
of YouTube vloggers on purchasing decisions of university students. Vloggers'
monitoring ratios, young people ages 19-22 who are very effective tools at the point
of catching the consumer and which become brands' communication channels are
among the subjects that are influenced by consumers' comparison of vlogger
recommendations with the famous person in advertisement and advertisement. Two
focus group interviews were held with students from a state and a foundation
university under the research and comparative findings were made. The results
show that the students of both universities follow at least one vlog, that the
frequency of vlog follow-up is often more than once a week, and that when we
look at the reasons of vloggers they watch vloggers for their example. In
general, findings support the use of YouTube in favor of brands and consumers'
purchasing behavior.

Keywords

Social media, eWOM, Vlog, Vlogger

References

Alreck, P. l. ve Settle, R. B. (1995), The Importance Of Word-Of-Mouth Communications To Service Buyers. Proceedings Of American Marketing Association, Winter.
Anderson, E.W. (1998), Customer satisfaction and word of mouth. J. Serv. Res. 1 (1), 5–17.
Arndt, J. (1967), Role Of Product-Related Conversations in The Diffusion of a New Product. Journal Of Marketing Research, 4(3).
Asur, S. ve Huberman, B.A. (2010), Predicting The Future With Social Media. In: Proceedings of the 2010 International Conference on Web Intelligence and Intelligent Agent Technology. IEEE/WIC/ACM, Toronto, 492-499.
Ballantine, P.W. ve B.A.S. Martin. (2005), Forming Para-Social Relationships In Online Communities Advances In Consumer Research. 32.
Basuroy, S., Chatterjee, S. ve Ravid, S.A. (2003), How Critical Are Critical Reviews? The Box Office Effects of Film Critics, Star Power and Budgets. J. Mark. 67 (4), 103-117.
Berry, L.L. (1995), Relationship Marketing Of Services-Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science. 23(4).
Beycioğlu, K. & Arslan, B. (2012). Öğretmen ve Yöneticilerin Öğretmen Liderliğine İlişkin Görüşleri: Bir Karma Yöntem Çalışması. Kuram ve Uygulamada Eğitim Yönetimi, 18 (2), 191-223.
Bickart, B. ve Schindler, R.M. (2001), Internet Forums As Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3).
Blackshaw, P. (2006), Commentary: Consumer-Generated Media Is Fragile - Don’t Mess It Up,.http://adage.com/digital/article.php?article_id=111679. Erişim Tarihi: 12 Aralık 2016.
Blanchard, O. (2011), Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization. Indiana: Que.
Blatberg, E. (2015), The Demographics of YouTube, In 5 Charts. http://digiday.com. Erişim tarihi: 3 Aralık 2016.
Canlı, M. (2015), Sosyal Medyada Kullanılan Reklamların Tüketicilerin Satın Alma Davranışlarına Etkisi. Yüksek Lisans Tezi. Konya: KTO Karatay Üniversitesi SBE.
Chan, Yoland Y. Y. ve Ngai, E.W.T. (2011), Conceptualising Electronic Word-of-Mouth Activity: An Input-Process-Output Perspective, Marketing Intelligence & Planning, 29 (5).
Chatterjee, P. (2001) Online review: do consumers use them? Advances in Consumer Research, 28.
Chen, P., Dhanasobhon, S., Smith, M.D. (2008). All Reviews Are Not Created Equal: The Disaggregate Impact of Reviews and Reviewers at Amazon. Com, Working paper. In: John Heinz, H., III (Ed.), School of Public Policy and Management. Carnegie Mellon University, 1–29.
Chevalier, J.A., Mayzlin, D. (2006), The Effect Of Word Of Mouth On Sales: Online Book Reviews. J. Mark. Res. 43 (3), 345-354.
Content Marketing Trends: How Influential Are Youtube Vloggers?. http://www.digitalstrategyconsulting.com. Erişim Tarihi: 3 Aralık 2016.
Çokluk, Ö., Yılmaz, K. ve Oğuz, E. (2011), Nitel Bir Görüşme Yöntemi: Odak Grup Görüşmesi. Kuramsal Eğitimbilim, 4(1).
Dellarocas, C., Zhang, X.M. ve Awad, N.F. (2007), Exploring The Value Of Online Product Reviews In Forecasting Sales: The Case Of Motion Pictures. J. Interact. Marketing 21 (4), 23-45.
Duan, W., Gu, B. ve Whinston, A.B. (2008)a, Do Online Reviews Matter? An Empirical Investigation Of Panel Data. Decis. Support Syst. 45 (4), 1007-1016.
Duan, W., Gu, B. ve Whinston, A.B. (2008)b, The Dynamics Of Online Word-Of-Mouth And Product Sales: An Empirical Investigation Of The Movie Industry. J. Retail. 84 (2), 233-242.
Erkal, E. (2013), Reklamlarda Ünlü Kullanımının “Satın Alma Davranışı” Üzerindeki Etkisi. Yüksek Lisans Tezi. Konya: Selçuk Üniversitesi SBE.
Frederick, E.L., C.H. Lim, G. Clavio ve P. Wals. (2012), Why We Follow: An Examination Of Para-Social Interaction And Fan Motivations For Following Athlete Archetypes On Twitter. International Journal of Sport Communication, 5. Daugherty, T. ve Hoffman, E. (2014), eWOM And The Importance Of Capturing Consumer Attention Within Social Media. Journal of Marketing Communications, 20(1-2), 82-102.
Freeman, B. ve S. Chapman. (2007), Is “Youtube” Telling or Selling You Something? Tobacco Content on The Youtube Video-Sharing Website. Tobacco Control, 16 (3).
Gruen, T.W., T. Osmonbekov ve A.J. Czaplewski. (2006), eWOM: The Impact of Customer-to-Customer Online Know-How Exchange on Customer Value and Loyalty. Journal of Business Research, 59 (4).
Harrison-Walker, L.J. (2001), The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents. J. Serv. Res. 4 (1), 60-75.
Kaplan, A. M. ve Haenlein, M. (2010), Users Of The World, Unite! The Challenges And Opportunities Of Social Media. Business Horizons, 53(1).Kaya, İ. (2010), Pazarlama Bi’tanedir: Bir Pazarlamalar Ansiklopedisi. İstanbul: Babıali Kültür Yayıncılığı.
Khan, M. L. (2017), Social media engagement: What motivates user participation and consumption on YouTube?. Computers in Human Behavior, 66.
Kim, H. ve Song, J. (2010), “The Quality of Word-of-Mouth in the Online Shopping Mall”, Journal of Research in Interactive Marketing, 4 (4).
Kotler, P. ve Armstrong, G. (2012), Principles Of Marketing (14.Ed.). Copyright by Pearson Education.
Krueger R. A. (1994), Focus Groups: A Practical Guide for Applied Research. London.
Labrecque, L.I. (2014), Fostering Consumer-Brand Relationships In Social Media Environments: The Role of Para-Social Interaction. Journal of Interactive Marketing, 28.
Lacy, L. (2013), http://www.clickz.com/clickz/news/2289589/loreal-debuts-new-makeup-line-by-youtube-guru-michelle-phan Erişim Tarihi: 3 Aralık 2016.
Lee, J. Lee, J., Park, D. H. ve Han, I. (2008), The Effect of Negative Online Consumer Reviews on Product Attitude: An Information Processing View, Electronic Commerce Research and Applications, 7.
Lee J. E. ve Watkins B. (2016). Youtube Vloggers' Influence On Consumer Luxury Brand Perceptions And Intentions. Journal of Business Research. 69.
Lee, Matthew K.O. Matthew K.O. Lee, Christy M.K. Cheung, Kai H. Lim ve Choon Ling Sia, (2006), “Understanding Customer Knowledge Sharing in Web-Based Discussion Boards: An Exploratory Study”, Internet Research, 16 (3).
Lim, Y., Y. Chung ve P.A. Weaver. (2012), The Impact of Social Media on Destination Branding Consumer-Generated Videos Versus Destination Marketer-Generated Video. Journal of Vacation Marketing, 18 (3).
Liu, Y. (2006), Word Of Mouth For Movies: Its Dynamics And Impact On Box Office Revenue. J. Marketing 70 (3), 74-89.
Mariani, M. M., Felice, M. D. ve Mura, M. (2016), Facebook As A Destination Marketingtool: Evidence From Italian Regional Destination Management Organizations. Tourism Management, 54, 321-343.
Nassar-McMillan, S. C. ve Borders, L. D. (2002), Use of Focus Groups in Survey Item Development. The Qualitative Report. 7(1).
Qin, L. (2011), Word-Of-Mouth For Movies: A Predictor And An Outcome Of Box Office Revenue? J. Electron. Commerce Res. 12 (3), 187-198.
Rui, H., Liu, Y. ve Whinston, A. (2011), Whose and What Chatter Matters? In: The Impact of Tweets on Movie Sales Framework, Working Papers. University of Texas at Austin, 1-29.
Safko, L. (2010), The Social Media Bible. New Jersey: John Wiley and Sons.
Sen, S. ve Lerman, D. (2007), Why Are You Telling Me This? An Examination Into Negative Consumer Reviews On The Web. Journal of Interactive Marketing, 21(4).
Shah, P., Loiacono, E. T. ve Ren, H. (2017), Video Blogs: A Qualitative and Quantitative Inquiry of Recall and Willingness to Share. In International Conference on Social Computing and Social Media. Springer, Cham.
Shin, H.S., Hanssens, D.M., Kim, K.I. ve Gajula, B. (2011), Impact of Positive vs. Negative e-sentiment on Daily Market Value of High-Tech Products, Working Papers, College of Management. Island University, 1-38.
Smith, A.N., Fischer, E. ve Yongjian C. (2012), How Does Brand-Related User-Generated Content Differ Across Youtube, Facebook, And Twitter? Journal of Interactive Marketing, 26 (2).
Stever, G.S. ve K. Lawson. (2013), Twitter As A Way For Celebrities To Communicate With Fans: Implications For The Study Of Para-Social Interaction. North American Journal of Psychology, 15.
Viglia, G., Minazzi, R. ve Buhalis, D. (2016), The Influence Of E-Word-Of-Mouth On Hotel Occupancy Rate. International Journal of Contemporary Hospitality Management, 28 (9), 2035-2051.
Yan, Q., Zhou, S., ve Wu, S. (2018), The Influences Of Tourists’ Emotions On The Selection Of Electronic Word Of Mouth Platforms. Tourism Management, 66, 348-363.
Yıldırım, A. ve H. Şimşek. (2005), Sosyal Bilimlerde Nitel Araştırma Yöntemleri. 5.Baskı. Ankara: Seçkin Yayıncılık.
Yolaçan, Z.B. (2016), Televizyon Reklamlarında Ünlü Kullanımı Ve Y Kuşağı Tüketicilerinin Satın Alma Niyetlerine Etkisi: Mavi Jeans Örneği. Yüksek Lisans Tezi. Mersin: Çağ Üniversitesi SBE.
Zhang, X., Fuehres, H. ve Gloor, P. (2010), Predicting Stock Market Indicators Through Twitter I Hope It Is Not As Bad As I Fear. Procedia – Soc. Behav. Sci. 26, 55-62.

Elektronik Ağızdan Ağıza İletişim (EWOM) Kanalı Olarak Youtube Vloggerların Satın Alma Niyeti Oluşumundaki Rolü

Year 2018, Volume: 9 Issue: 24, 231 - 254, 31.12.2018

Seda Müftüoğlu Nurhan Babür Tosun Yelda Ülker

Abstract

Günümüzde
internet kullanıcılarının yazılarını paylaştığı bir tür kişisel günlük olan
blogların yerini, tüm bunların videoyla anlatıldığı video bloglar almıştır. İzlenme
oranlarının artışı ile birlikte video bloglar, tüketicilerle bağlantı kurmak
isteyen markaların iletişim aracı durumuna gelmişlerdir. Bu çalışma, YouTube
vloggerlarının üniversite öğrencilerinin satın alma niyetine yönelik etkilerini
incelemeyi amaçlamaktadır. Üniversite öğrencilerinin vloggerları izlemeye
yönelik tutumları, hangi tür vlogları, ne sıklıkla ve hangi sebeple takip
ettikleri, vlogger tavsiyelerini samimi bulup bulmadıkları ve vlogger
tavsiyesinden etkilenme düzeylerinin reklamdaki ünlü kişi ya da arkadaş
tavsiyesi ile karşılaştırılması irdelenecek konular arasında yer almaktadır. Araştırma
kapsamında bir devlet ve bir vakıf üniversitesindeki öğrenciler ile iki odak
grup görüşmesi yapılmış ve karşılaştırmalı bulgular ortaya koyulmuştur. Sonuçlar,
her iki üniversitenin öğrencilerinin de en az bir vlog takip ettiğini, satın
alma niyetlerinde ve marka tercihlerinde vloggerların tavsiyelerini dikkate
aldıklarını göstermektedir. Ayrıca katılımcıların vloggerları kendilerine örnek
aldıkları için izledikleri anlaşılmaktadır. Genel olarak bulgular, marka imajı
geliştirmede ve tüketicinin satın alma niyeti göstermesinde YouTube'un
kullanımını destekler niteliktedir.

Keywords

Sosyal Medya, eWOM, Vlog, Vlogger, YouTube

References

Alreck, P. l. ve Settle, R. B. (1995), The Importance Of Word-Of-Mouth Communications To Service Buyers. Proceedings Of American Marketing Association, Winter.
Anderson, E.W. (1998), Customer satisfaction and word of mouth. J. Serv. Res. 1 (1), 5–17.
Arndt, J. (1967), Role Of Product-Related Conversations in The Diffusion of a New Product. Journal Of Marketing Research, 4(3).
Asur, S. ve Huberman, B.A. (2010), Predicting The Future With Social Media. In: Proceedings of the 2010 International Conference on Web Intelligence and Intelligent Agent Technology. IEEE/WIC/ACM, Toronto, 492-499.
Ballantine, P.W. ve B.A.S. Martin. (2005), Forming Para-Social Relationships In Online Communities Advances In Consumer Research. 32.
Basuroy, S., Chatterjee, S. ve Ravid, S.A. (2003), How Critical Are Critical Reviews? The Box Office Effects of Film Critics, Star Power and Budgets. J. Mark. 67 (4), 103-117.
Berry, L.L. (1995), Relationship Marketing Of Services-Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science. 23(4).
Beycioğlu, K. & Arslan, B. (2012). Öğretmen ve Yöneticilerin Öğretmen Liderliğine İlişkin Görüşleri: Bir Karma Yöntem Çalışması. Kuram ve Uygulamada Eğitim Yönetimi, 18 (2), 191-223.
Bickart, B. ve Schindler, R.M. (2001), Internet Forums As Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3).
Blackshaw, P. (2006), Commentary: Consumer-Generated Media Is Fragile - Don’t Mess It Up,.http://adage.com/digital/article.php?article_id=111679. Erişim Tarihi: 12 Aralık 2016.
Blanchard, O. (2011), Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization. Indiana: Que.
Blatberg, E. (2015), The Demographics of YouTube, In 5 Charts. http://digiday.com. Erişim tarihi: 3 Aralık 2016.
Canlı, M. (2015), Sosyal Medyada Kullanılan Reklamların Tüketicilerin Satın Alma Davranışlarına Etkisi. Yüksek Lisans Tezi. Konya: KTO Karatay Üniversitesi SBE.
Chan, Yoland Y. Y. ve Ngai, E.W.T. (2011), Conceptualising Electronic Word-of-Mouth Activity: An Input-Process-Output Perspective, Marketing Intelligence & Planning, 29 (5).
Chatterjee, P. (2001) Online review: do consumers use them? Advances in Consumer Research, 28.
Chen, P., Dhanasobhon, S., Smith, M.D. (2008). All Reviews Are Not Created Equal: The Disaggregate Impact of Reviews and Reviewers at Amazon. Com, Working paper. In: John Heinz, H., III (Ed.), School of Public Policy and Management. Carnegie Mellon University, 1–29.
Chevalier, J.A., Mayzlin, D. (2006), The Effect Of Word Of Mouth On Sales: Online Book Reviews. J. Mark. Res. 43 (3), 345-354.
Content Marketing Trends: How Influential Are Youtube Vloggers?. http://www.digitalstrategyconsulting.com. Erişim Tarihi: 3 Aralık 2016.
Çokluk, Ö., Yılmaz, K. ve Oğuz, E. (2011), Nitel Bir Görüşme Yöntemi: Odak Grup Görüşmesi. Kuramsal Eğitimbilim, 4(1).
Dellarocas, C., Zhang, X.M. ve Awad, N.F. (2007), Exploring The Value Of Online Product Reviews In Forecasting Sales: The Case Of Motion Pictures. J. Interact. Marketing 21 (4), 23-45.
Duan, W., Gu, B. ve Whinston, A.B. (2008)a, Do Online Reviews Matter? An Empirical Investigation Of Panel Data. Decis. Support Syst. 45 (4), 1007-1016.
Duan, W., Gu, B. ve Whinston, A.B. (2008)b, The Dynamics Of Online Word-Of-Mouth And Product Sales: An Empirical Investigation Of The Movie Industry. J. Retail. 84 (2), 233-242.
Erkal, E. (2013), Reklamlarda Ünlü Kullanımının “Satın Alma Davranışı” Üzerindeki Etkisi. Yüksek Lisans Tezi. Konya: Selçuk Üniversitesi SBE.
Frederick, E.L., C.H. Lim, G. Clavio ve P. Wals. (2012), Why We Follow: An Examination Of Para-Social Interaction And Fan Motivations For Following Athlete Archetypes On Twitter. International Journal of Sport Communication, 5. Daugherty, T. ve Hoffman, E. (2014), eWOM And The Importance Of Capturing Consumer Attention Within Social Media. Journal of Marketing Communications, 20(1-2), 82-102.
Freeman, B. ve S. Chapman. (2007), Is “Youtube” Telling or Selling You Something? Tobacco Content on The Youtube Video-Sharing Website. Tobacco Control, 16 (3).
Gruen, T.W., T. Osmonbekov ve A.J. Czaplewski. (2006), eWOM: The Impact of Customer-to-Customer Online Know-How Exchange on Customer Value and Loyalty. Journal of Business Research, 59 (4).
Harrison-Walker, L.J. (2001), The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents. J. Serv. Res. 4 (1), 60-75.
Kaplan, A. M. ve Haenlein, M. (2010), Users Of The World, Unite! The Challenges And Opportunities Of Social Media. Business Horizons, 53(1).Kaya, İ. (2010), Pazarlama Bi’tanedir: Bir Pazarlamalar Ansiklopedisi. İstanbul: Babıali Kültür Yayıncılığı.
Khan, M. L. (2017), Social media engagement: What motivates user participation and consumption on YouTube?. Computers in Human Behavior, 66.
Kim, H. ve Song, J. (2010), “The Quality of Word-of-Mouth in the Online Shopping Mall”, Journal of Research in Interactive Marketing, 4 (4).
Kotler, P. ve Armstrong, G. (2012), Principles Of Marketing (14.Ed.). Copyright by Pearson Education.
Krueger R. A. (1994), Focus Groups: A Practical Guide for Applied Research. London.
Labrecque, L.I. (2014), Fostering Consumer-Brand Relationships In Social Media Environments: The Role of Para-Social Interaction. Journal of Interactive Marketing, 28.
Lacy, L. (2013), http://www.clickz.com/clickz/news/2289589/loreal-debuts-new-makeup-line-by-youtube-guru-michelle-phan Erişim Tarihi: 3 Aralık 2016.
Lee, J. Lee, J., Park, D. H. ve Han, I. (2008), The Effect of Negative Online Consumer Reviews on Product Attitude: An Information Processing View, Electronic Commerce Research and Applications, 7.
Lee J. E. ve Watkins B. (2016). Youtube Vloggers' Influence On Consumer Luxury Brand Perceptions And Intentions. Journal of Business Research. 69.
Lee, Matthew K.O. Matthew K.O. Lee, Christy M.K. Cheung, Kai H. Lim ve Choon Ling Sia, (2006), “Understanding Customer Knowledge Sharing in Web-Based Discussion Boards: An Exploratory Study”, Internet Research, 16 (3).
Lim, Y., Y. Chung ve P.A. Weaver. (2012), The Impact of Social Media on Destination Branding Consumer-Generated Videos Versus Destination Marketer-Generated Video. Journal of Vacation Marketing, 18 (3).
Liu, Y. (2006), Word Of Mouth For Movies: Its Dynamics And Impact On Box Office Revenue. J. Marketing 70 (3), 74-89.
Mariani, M. M., Felice, M. D. ve Mura, M. (2016), Facebook As A Destination Marketingtool: Evidence From Italian Regional Destination Management Organizations. Tourism Management, 54, 321-343.
Nassar-McMillan, S. C. ve Borders, L. D. (2002), Use of Focus Groups in Survey Item Development. The Qualitative Report. 7(1).
Qin, L. (2011), Word-Of-Mouth For Movies: A Predictor And An Outcome Of Box Office Revenue? J. Electron. Commerce Res. 12 (3), 187-198.
Rui, H., Liu, Y. ve Whinston, A. (2011), Whose and What Chatter Matters? In: The Impact of Tweets on Movie Sales Framework, Working Papers. University of Texas at Austin, 1-29.
Safko, L. (2010), The Social Media Bible. New Jersey: John Wiley and Sons.
Sen, S. ve Lerman, D. (2007), Why Are You Telling Me This? An Examination Into Negative Consumer Reviews On The Web. Journal of Interactive Marketing, 21(4).
Shah, P., Loiacono, E. T. ve Ren, H. (2017), Video Blogs: A Qualitative and Quantitative Inquiry of Recall and Willingness to Share. In International Conference on Social Computing and Social Media. Springer, Cham.
Shin, H.S., Hanssens, D.M., Kim, K.I. ve Gajula, B. (2011), Impact of Positive vs. Negative e-sentiment on Daily Market Value of High-Tech Products, Working Papers, College of Management. Island University, 1-38.
Smith, A.N., Fischer, E. ve Yongjian C. (2012), How Does Brand-Related User-Generated Content Differ Across Youtube, Facebook, And Twitter? Journal of Interactive Marketing, 26 (2).
Stever, G.S. ve K. Lawson. (2013), Twitter As A Way For Celebrities To Communicate With Fans: Implications For The Study Of Para-Social Interaction. North American Journal of Psychology, 15.
Viglia, G., Minazzi, R. ve Buhalis, D. (2016), The Influence Of E-Word-Of-Mouth On Hotel Occupancy Rate. International Journal of Contemporary Hospitality Management, 28 (9), 2035-2051.
Yan, Q., Zhou, S., ve Wu, S. (2018), The Influences Of Tourists’ Emotions On The Selection Of Electronic Word Of Mouth Platforms. Tourism Management, 66, 348-363.
Yıldırım, A. ve H. Şimşek. (2005), Sosyal Bilimlerde Nitel Araştırma Yöntemleri. 5.Baskı. Ankara: Seçkin Yayıncılık.
Yolaçan, Z.B. (2016), Televizyon Reklamlarında Ünlü Kullanımı Ve Y Kuşağı Tüketicilerinin Satın Alma Niyetlerine Etkisi: Mavi Jeans Örneği. Yüksek Lisans Tezi. Mersin: Çağ Üniversitesi SBE.
Zhang, X., Fuehres, H. ve Gloor, P. (2010), Predicting Stock Market Indicators Through Twitter I Hope It Is Not As Bad As I Fear. Procedia – Soc. Behav. Sci. 26, 55-62.

There are 54 citations in total.

Details

Primary Language	Turkish
Journal Section	Articles
Authors	Seda Müftüoğlu Nurhan Babür Tosun This is me Yelda Ülker
Publication Date	December 31, 2018
Submission Date	April 16, 2018
Published in Issue	Year 2018 Volume: 9 Issue: 24

Cite

APA	Müftüoğlu, S., Babür Tosun, N., & Ülker, Y. (2018). Elektronik Ağızdan Ağıza İletişim (EWOM) Kanalı Olarak Youtube Vloggerların Satın Alma Niyeti Oluşumundaki Rolü. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 9(24), 231-254.

Download Cover Image

Article Files

Full Text

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.